Experts vs. Novices

2014 ◽  
pp. 332-350
Author(s):  
Esmeralda Crespo Almendros ◽  
Salvador del Barrio García
Keyword(s):  
Purchase Intention ◽  
Communication Strategies ◽  
Sales Promotion ◽  
The Internet ◽  
Sales Promotions ◽  
Communication Tools ◽  
Online Sales ◽  
Internet Users ◽  
Online Business ◽  
Level Of Experience

As each year sees an increase in the number of Internet users, so too the percentage of purchases made online increases. It is for this reason that firms are showing a growing interest in designing effective communication strategies that help to achieve their online business objectives. Online sales promotion is one of the most widely used communication tools on the Internet. However, there is little research into its effect on purchase intention and how this effect may vary depending on the type of incentive offered and the consumer’s level of experience in using the Internet. This chapter seeks to analyze which types of online sales promotions (utilitarian vs. hedonic) are most effective at triggering online purchasing and whether the user’s past experience of the Internet is capable of moderating the effect of the type of incentive on online purchasing.

How brand image, country of origin, and self-congruity influence internet users' purchase intention

2013 ◽  
Vol 41 (4) ◽  
pp. 599-611 ◽  
Author(s):  
Chih-Ching Yu ◽  
Pei-Jou Lin ◽  
Chun-Shuo Chen
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Positive Impact ◽  
Country Of Origin ◽  
The Internet ◽  
Country Image ◽  
Luxury Brands ◽  
Internet Users

In this study we explored the influence of country of origin (COO), brand image, and self-congruity on consumers' purchase intention of luxury brands via the Internet. We found that: (a) consistency in the country of origin (COO), self-congruity, and brand image had a positive impact on purchase intention; (b) inconsistency between the country of brand and the country of manufacture, and consistency in the country image increased the influence of brand image on purchase intention when the brand image was weak; (c) inconsistency in the country image decreased the influence of brand image on purchase intention when the brand image was weak; and (d) consistency in COO influenced purchase intention more strongly than did self-congruity.

scholarly journals Determination of Purchase Intention Factors on the Online Shop Site

2019 ◽  
Vol 3 (2) ◽  
pp. 125
Author(s):  
Andri Veno ◽  
Tulus Prijanto ◽  
Nurkholis Nurkholis
Keyword(s):  
Purchase Intention ◽  
Effective Means ◽  
Electronic Media ◽  
The Internet ◽  
Digital Era ◽  
Internet Users ◽  
Potential Market ◽  
The World ◽  
The Mean

E-Commerce is an affiliation of E-bisnis in electronic media era, which is fifth industry revolution era (digital era). It is shown by many companies using internet as the most effective means to advertise and promote products produced competing either nationally or globally. Indonesia is one of potential market in Asia even in the world with the fifth largest population in the world in 2017, which the population are more than 263 million people; while the internet users up to 30 June 2017 in Indonesia are more than 132 million people. Of 200 respondents, which the mean of age was 18-24 years old. The respondents consisted of 110 male and 90 female, thus the average gender in Solo was male. The result of analysis showed that Trust was positively and significantly influence Purchase intention, Website Quality was positively significantly influence the Purchase intention, and Percived Risk was positively and significantly influence the Purchase intention, so that each improvement of Percived Risk score would improve Purchase intention.

scholarly journals Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia

2022 ◽  
Vol 13 (2) ◽  
pp. 1-12
Author(s):  
Lim Sanny ◽  
Tita Dwi Julianto ◽  
Serafim Savionus ◽  
Beni Widarman bin Yus Kelena
Keyword(s):  
Purchase Intention ◽  
Perceived Quality ◽  
Sales Promotion ◽  
Primary Data ◽  
Fashion Industry ◽  
Sales Promotions ◽  
Promotion Strategy ◽  
Fashion Products ◽  
The Impact

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.

scholarly journals The efficiency of communication strategies of politically oriented communities on the Internet

2021 ◽  
Vol 14 (2) ◽  
pp. 155-170
Author(s):  
Darya I. Judina ◽  
◽  
Sergei A. Ivanov ◽  
Keyword(s):  
Political Communication ◽  
Communication Strategies ◽  
Political Activity ◽  
The Political ◽  
The Internet ◽  
Political Actors ◽  
Political Processes ◽  
Political Identification ◽  
Internet Users ◽  
High Level

The Internet as a special space for political activity and political communication is becoming more and more attractive to political actors. The intensification of political activity on the Internet leads to the increase of researchers’ interest. One of the prominent areas of this research is the analysis of the efficiency of communication strategies used by politically oriented communities on the Internet. The results of such assessment contribute to, in particular, characterizing the level and features of the political engagement of Internet users into political processes. To study these processes, a telephone survey of residents of St. Petersburg was conducted. St. Petersburg was chosen because it is one of the largest cities in Russia with high Internet coverage and a high level of political activity compared to other regions. The results showed that politically oriented communities effectively implement primary communication strategies — information and presentation. More than two-thirds of politically active Internet users in St. Petersburg noted that visiting the relevant resources helped them to understand the political situation, to define their attitude toward parties, politicians, social movements and organizations. At the same time, the strategy of supporting political identification has not yet worked for the majority of users. Perhaps this is a consequence of the fact that the majority of St. Petersburg citizens have not yet found appropriate political leaders and organizations. The authors found that the majority of Internet users display an interest in politics permanently, and not only during the pre-election period. The hypothesis that one of the factors of an efficient strategy of politically oriented communities is emphasizing anti-power positions was confirmed. The survey results also confirmed the high level of opposition views among Internet users.

scholarly journals Internet – the First Source of (dis)Information

2020 ◽  
Vol 25 (2) ◽  
pp. 97-116
Author(s):  
Danuta Smołucha
Keyword(s):  
Digital Communication ◽  
Participatory Culture ◽  
The Internet ◽  
Communication Tools ◽  
Media Messages ◽  
Internet Users ◽  
Private And Public ◽  
Information Manipulation ◽  
Media Corporations ◽  
Instantaneous Distribution

The Internet is the first medium in which controlling the content has become difficult or even impossible. One of its reasons is the fact that the Internet users – who so far were only passive recipients of media messages – have gained the possibility to create and distribute their own messages. Thus, they have become active participants of the participatory culture, in which it is difficult to distinguish between professional and amateur content. The boundaries between private and public domains have become blurred. The distribution of forces shaping public opinion has changed, because the content comes from large media corporations and nonprofessional creators alike. The Internet message is characterized by instantaneous distribution, the ease of editing and modifying its content, and vagueness of authorship. These features make the Internet particularly susceptible to disinformation purposefully aimed at manipulating its users. The fact that every activity undertaken by the Internet users is recorded and analysed is also conducive to manipulation attempts, as the data obtained this way are used to shape their opinions and influence their decisions. The aim of the article is to undertake a discourse on information and disinformation on the Internet in the context of the development of new digital communication tools. The article provides the examples of information manipulation, which could happen only in such an interactive and multimedia medium as the Internet.

scholarly journals PELATIHAN PENJUALAN ONLINE UNTUK IBU-IBU PKK DI SAUNG SINGGAH TPU PONDOK KOPI, JAKARTA TIMUR

2020 ◽  
Vol 4 (2) ◽  
pp. 7
Author(s):  
Melani Quintania ◽  
Resa Nurlaela Anwar ◽  
Ellena Nurfazria Handayani ◽  
Firsan Nova
Keyword(s):  
Social Media ◽  
The Internet ◽  
Persuasive Messages ◽  
Business Training ◽  
Direct Practice ◽  
Online Sales ◽  
Online Business

The purpose of this study is to provide training in the form of skills in building online-based businesses. In simple terms, the activity trains participants on how to market a product using the internet as the main capital. This online business training consists of three parts, namely providing material about business online, the direct practice of creating an account and using social media Instagram and marketplaces, and creating persuasive messages in order to attract buying interest. The results of this study are quite good. Housewives at Saung Singgah TPU Pondok Kopi, who participated in this training, we're able to understand the online business well, were able to create accounts on social media Instagram and the marketplace as a means of online sales quite well even though there were still mothers in making persuasive messages. -Mothers who have not been able to and have not been able to make good persuasive messages. It is hoped that the sustainability of this activity will provide deeper knowledge and insights about online-based businesses through social media and marketplaces.

Internet Advertising Pleasure and Purchase Intention

2019 ◽  
pp. 716-735
Author(s):  
Amir Abedini Koshksaray ◽  
Elnaz Nabizadeh
Keyword(s):  
Theoretical Model ◽  
Latent Variables ◽  
Purchase Intention ◽  
Structural Equation ◽  
Prior Experience ◽  
Equation Model ◽  
Internet Advertising ◽  
The Internet ◽  
Factors Affecting ◽  
Internet Users

The purpose of this study is to provide some insights regarding the Internet advertising Pleasure, IAP. The recent negative trends and deficiencies in Internet advertising makes it imperative to study various factors affecting this area of marketing and explain why people have not enough willingness to click on advertisements. This study builds a comprehensive theoretical model explaining the internet advertising pleasure. By administrating a survey, the paper examined the 288 Internet users' reactions in Iran. A structural equation model and AMOS software were used to analyze the data. A total of five latent variables of internet advertising pleasure were examined: prior experience, website pleasure (attitude toward website), and arousal as antecedents; and attitude toward brand and purchase intention as consequences. The paper found that regardless of “Website pleasure” and “Arousal,” these constructs successfully explain Internet advertising pleasure by incorporating advertising relaxedness, advertising happiness, and advertising satisfaction. The prior experience was found to be the most significant for explaining Internet advertising pleasure. This study offers one of the first attempts to build a comprehensive theoretical model explaining Internet Advertising Pleasure, IAP. Second, this study offers a new scale for internet advertising pleasure with higher content validity.

scholarly journals The Effects of "Search Engine Optimization" on Marketing of Diving Companies in Bali

2019 ◽  
pp. 130
Author(s):  
Iola Astried Karisma ◽  
I Nyoman Darma Putra ◽  
Agung Suryawan Wiranatha
Keyword(s):  
Search Engine ◽  
Positive Impact ◽  
Internet Marketing ◽  
Brand Awareness ◽  
The Internet ◽  
Search Engine Optimization ◽  
Online Sales ◽  
Internet Users ◽  
Quantitative Descriptive ◽  
Google Search

The strategic location of the island of Bali which is surrounded by sea has a great potential for people in Bali to establish a diving company. Some diving companies in Bali have made various strategies to compete offering diving tour packages. Marketing through the internet is the best way that most diving companies in Bali have recently taken. However, to be able to compete with other similar companies on the internet, the website must be easily accessible to internet users, i.e. by appearing on the first page of the Google search engine. SEO or search engine optimization is an internet marketing strategy that serves to increase website visibility by targeting certain keywords. The use of SEO can have a positive impact on increasing online sales, increasing website visibility and brand awareness on the internet. This study aims to analyze the extent to which SEO techniques have a positive impact on the marketing of diving tourism in Bali through the internet, using quantitative descriptive methods. The research was conducted in three selected companies, namely Bali Diving, Atlantis Dune, and Scuba Adventure. The results of the study showed that diving companies in Bali have obtained all the positive impacts of SEO. These impacts were increasing website visibility, brand awareness, and sales. Keywords: Diving in Bali, Internet Marketing, SEO, Bali Tourism.

scholarly journals Marketing Communication Tools in Food Industry: A Case Study on Cukurova Region in Turkey

2020 ◽  
Vol 8 (5) ◽  
pp. 1108-1116
Author(s):  
Nermin Bahşi ◽  
Dilek Bostan Budak
Keyword(s):  
Food Industry ◽  
Direct Marketing ◽  
Meat Products ◽  
Food Products ◽  
Simple Random Sampling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Communication Tools ◽  
Practice Marketing

In this study, it is aimed to examine which level marketing communicating tools are used in the food industry in Çukurova Region, Turkey. For this purpose, a survey was applied to 92 enterprises which process milk and dairy products, meat and meat products, fruit juice industry in both Adana and Mersin. Also, face to face interview was conducted to gather data from 400 consumers who were determined via simple random sampling, living in Adana province. It was found out that enterprises used the marketing communication tools (sales promotion, advertisement etc.) to increase sales and reduce inventory, even if they are not mostly aware of the concept of marketing communications. They also indicated that they do not practice marketing communication programs at all. The most used tools by the enterprises are personal sales, direct marketing, sales promotions and advertisement. Also, as a result of correlation analysis showed that there is an effect between the enterprises’ use of marketing communication tools and brand and market performance. Consumers stated that the sales promotions are the most effective marketing communication tools on their preferences not only buying food products but also changing the brands. Consumers mostly decide what to buy and which brand while they are in the market. In this case, advertisement, promotion and to the content of the product were the most important factors regarding consumers’ choices. It was found out that consumers’ gender, age, education and income levels were also effective on their preferences on buying different food products. Consumers attitude was different about marketing communication tools; such as young people mostly affected by media and primary and secondary school graduates mostly influenced by additional gifts provided free of charge with the main product.

scholarly journals INNOVATION AND PROMOTION ACTIVITIES IN THE INTERNET TO INCREASE SALES VOLUME OF MUSIC PRODUCT USING AUGMENTED REALITY TECHNOLOGY

2013 ◽  
Vol 1 (13) ◽  
Author(s):  
Reni Diah Kusumawati
Keyword(s):  
Augmented Reality ◽  
Product Innovation ◽  
Purchase Intention ◽  
Direct Marketing ◽  
Sales Promotion ◽  
The Internet ◽  
Sales Volume ◽  
Marketing Influence ◽  
Augmented Reality Technology ◽  
Buying Decisions

The development of technology and science has shifted consumer behavior in enjoying the music. Music product innovation needs to be done in order for consumers interested in buying music legally. One form of creative musical products is utilizing Augmented Reality (AR) by embedded it in a compact disc (CD). The advantages of innovation music product and promotion conducted via Internet were expected to revive the music industry in Indonesia. This study aimed to assess the effect of product innovation, advertising, sales promotion, and direct marketing to purchase intention and consumer buying decisions on legal music products. The population of this research is music loving consumers, using 150 respondents. Data were obtained through questionnaires, and analyzed using path analysis. The results obtained in this study indicate that the variables of product innovation, sales promotion and direct marketing influence on purchase intention of music product directly, and directly variables of product innovation, sales promotion and direct marketing influence on buying decisions of music products, and influence indirectly through purchase intention. 

Sign in / Sign up

Export Citation Format

Share Document